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Best Practices For Using Your Editorial Calendar For Social Engagement

Kaila Garrison
Product Marketing Manager

If you’ve only used Compendium’s editorial calendar for scheduling blog content for review and approval, then you’re missing out. Did you know you are not only able to distribute content to targeted audiences across your website blog, newsletter and email, but also on your social media channels?

Social media is a great tool to drive traffic to your blog. Here are some best practices to get you started:

Activity.
This is an important social metric to consider. Posting too frequently to your channels drives fans and followers away from your channels, but not posting enough doesn’t provide value. To make things even more complicated, different social channels require different amounts of activity. When it comes to sharing your blog posts on these channels, a good rule of thumb is no more than once on Facebook, LinkedIn and Google+ per day, and no more than three times on Twitter per day. Remember, always consider quality over quantity.

Timing.
When you post blog updates to your social channels, your goal is to get more eyes on your content. The best way to get those eyes to your blog is to know when people are searching for content. According to KissMetrics, the best time to Tweet is at noon or 6 p.m. in the middle of the week and weekends, and the best time to update Facebook is at noon on Saturdays. With that said, when it comes to timing, it is most important to understand how your audience behaves on the Internet and post accordingly.

Reposting.
There is no rule of thumb that says after you promote a blog once, you can’t promote it again. If you have a high-quality, timely blog post, why shouldn’t you encourage people to read it? At Compendium, we follow the general rule that you should post a blog on all of your social channels the day it goes live, two weeks later and then again one month later. This rule of thumb assumes that the piece of content is still relevant two weeks and one month after it was published the first time. 

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